How effective are narrative messages in changing attitudes and preferences for electric vehicles? A before-and after stated choice experiment

Attitudinal change is an important factor in increasing electric vehicle (EV) acceptance and accelerating market adoption. In this paper we aim to understand the processes underlying changes in attitudes and preferences towards EVs by examining individual responses to narrative-based persuasion messages, which have been shown in psychological research as an effective technique to change attitudes. To represent the diversity of information individuals may encounter, we investigate the role of appeal (rational vs. emotional) and type (positive vs. negative) in messages. We analyse data from a “before-and-after” stated choice (SC) experimental survey, administered to a sample of vehicle owners in England. Participants first completed an SC experiment and an attitudinal questionnaire. In a follow-up survey, respondents allocated to experimental groups were exposed to a narrative-based message about EVs before repeating the SC experiment and attitudinal questionnaire, while a control group received no messages. Our findings confirm that participants respond more strongly to positive information about EVs than to negative messages. We also find that the adverse impact of unfavourable messaging about EVs can be partially mitigated by providing positive information. Overall, our results show that narrative messages can be effective in changing attitudes and preferences toward EVs, contrasting with the outcomes typically observed with advocacy-based messages. These results can therefore help shape policy measures to support the transition toward sustainable mobility.